Online survey experiments
 

SMMX21: Research methods in social science VT25

nils.holmberg@iko.lu.se

Presentation

  • strategic communication
  • branding, marketing
  • quantitative methods


  • cognitive science
  • visual attention
  • web experiments

Canvas page

Overview


create survey experiment

  • research question, theory, hypotheses
  • measurements, conditions, AB-test
  • participants, random assignment

analyze experiment data

  • hypotheses, infer causal effects
  • dependent, independent variables
  • compare means, t-test, distributions

Survey design

Experiment design

<!-- randomize experimental condition -->
<script>
if(Math.random() >= 0.5) { 
//window.location.href = "http://host/versionA"; 
var cond = "a";
} else {
//window.location.href = "http://host/versionB"; 
var cond = "b";
}
// Dynamically construct the cond_url
var currentUrl = window.location.href;
var hostname = new URL(currentUrl).hostname;
// Assuming the first directory is at index 3
var firstDirectory = currentUrl.split("/")[3]; 
var cond_url = "https://" + hostname + "/" + firstDirectory + "/web/tjs/cond-" + cond + ".html";

Survey experiment

Descriptive analysis

Inferential analysis

Analysis software

Let’s build experiments! 😄

YouTube video